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Meat Livestock Australia (MLA) is once again running its annual Summer Lamb Campaign, which portrays lamb as an antidote to growing intergenerational cultural divides.
Former AFL player Sam Kekovich returns as a ‘lambassador’, a role he first adopted in 2005, but this time it’s a low-key cameo as the anthropomorphic stereotype is today’s main character.
“Pop culture would have us believe that the generations are essentially different species. Clearly, boomers have not mastered the basics of technology, while the Zoom generation spends every waking moment on TikTok. Millennials appear to be spending too much on ‘avo toast’ and craft beer,” says Meat and Livestock Australia’s national market manager Graham Yardy.
“But the reality is that there is much more that unites us than what separates us, and that is what has happened this year.” It’s all about the Samaram campaign. ”
“Boomertowns” and the widening generation gap
In this ad, four generations live in contrasting cities divided by a gulf, which continues to widen through moments of intergenerational tension until they are all united over a barbecued lamb.
“Whether it’s our love of our sporting heroes or our beautiful landscapes, the best of Australia always unites us,” Yardi said. There’s no better way to do it than with barbecued Australian lamb.”
The spot was produced by creative agency The Monkees and co-directed by generational rivals Amy Lee Shushen and Trent O’Donnell.
added Scott Detrick, creative director of The Monkees. “If you chat over a lamb barbecue, you might find out that your grandpa is actually pretty cool, and all the things that millennials know might be super useful. Our whole creative process this year is , it was a fun cross-generational discussion, the film had multi-generational directors and editors, and it was all very methodical.”
Last year, MLAs created an alternate reality for people who were endlessly culturally ostracized for being ‘un-Australian’.
Check out the ads for 2023 here.
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